Apple on Wednesday announced the launch of new MacBook Pro, iPad Pro and Vision Pro headset models equipped with the company's most advanced M5 chip. The new processor, Apple claims, delivers faster performance than previous versions and is ready to run AI applications. Apple has now completely revamped its product lineup for the holiday season - the most important one.

Details

Prices for the new MacBook Pro start at $1599 in the US, while the 11-inch iPad Pro starts at $999. The latest version of the Apple Vision Pro augmented reality helmet will cost $3499. Thus, the initial prices of the devices have remained at the level of previous models, CNBC notes. The new gadgets are already available for pre-order in most markets and will go on sale on October 22.

The entire new lineup is powered by the M5 chip, which the company claims delivers four times the peak computing performance of its predecessor. "M5 delivers the most powerful boost in AI-related tasks," Apple's senior vice president of hardware technology, Joni Srouji, said in a press release.

Shares of Apple in trading on October 15 rose at the moment by 1.6% - up to $251.8, but then slowed down to about 0.4%. Relative to the beginning of 2025, the securities of the iPhone manufacturer remain in the minus by 0.5%, while the main U.S. index S & P 500 added more than 14%.

Context

In early 2025, the company updated the MacBook Air, which it calls its best-selling laptop. In September, Apple released a new generation of iPhone and Apple Watch. The fourth calendar quarter (October-December) is traditionally the largest revenue quarter for Apple due to the Christmas holiday. This year, the quarter is fully inclusive of iPhone 17 sales.

Wall Street analysts are keeping a close eye on Apple's new releases, particularly to see if the company raises prices or takes on the costs associated with the duties announced by U.S. President Donald Trump, CNBC writes.

While iPad and MacBook sales are not as critical to Apple's business as iPhones, they remain significant areas of focus. For example, iPad revenue in the third quarter of fiscal 2025, which ended in June, totaled $6.58 billion, down 8% from a year earlier - a decline the company attributed to the effect of a high base. Mac sales in the same quarter totaled $8.05 billion, up 15% year-over-year. By comparison, Apple sold nearly $45 billion worth of iPhones in the third quarter of fiscal 2025: that's more than 47% of the company's total revenue.

Apple has never disclosed separate data on the Vision Pro headset: its sales are counted in the wearable devices and other products segment, along with Apple Watch and AirPods. Analysts believe that the revenue from Vision Pro is still insignificant, CNBC writes.

This article was AI-translated and verified by a human editor

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